Retail Nostalgia: The Limited Stages A Comeback

The Limited was a staple back in the day. First, you craved the bright neons and girly prints from Limited Too, but finally, when you were old enough, your mom would let your wardrobe graduate to The Limited. [I fully remember shopping for a dress there while a new Enya song throbbed in the background. That was a while ago, I guess.—Editor] Unfortunately, over the years, and with the popularity of stores like Abercrombie & Fitch, that Limited obsession has become, well, limited.

Now, the store has decided it’s time for a comeback. Though Manhattan hasn’t seen a Limited store since 1999, the brand is opening a pop-up shop in Soho on Spring Street in order to try and entice shoppers with their new runway to real way looks. New stores will follow, along with dressing rooms from the next generation—with call buttons for help, an e-bar to exchange a size, and wireless remotes for the bored-to-tears boys. If the clothes that appear in stores stay true to the pictures we’re seeing, then The Limited has won us back. [WWD]